This report was created for global strategic planners who cannot be content with traditional methods of segmenting world markets. With the advent of a "borderless world", cities become a more important criteria in prioritizing markets, as opposed to regions, continents, or countries. This report covers the top 2,000 cities in over 200 countries. It does so by reporting the estimated market size (in terms of latent demand) for each major city of the world. It then ranks these cities and reports them in terms of their size as a percent of the country where they are located, their geographic region (e.g. Africa, Asia, Europe, Middle East, North America, Latin America), and the total world market.
This study covers two- and three-handle bath and shower brass fittings and anti-scald bath and shower brass valves as defined by the North American Industrial Classification system or NAICS (pronounced "nakes").
The NAICS code for two- and three-handle bath and shower brass fittings and anti-scald bath and shower brass valves is 33291314. It is for this definition that aggregate latent demand estimates are derived. Two- and three-handle bath and shower brass fittings and anti-scald bath and shower brass valves is specifically defined as follows:
33291314 Two and three handle bath and shower fittings, and antiscald bath and shower valves (brass goods)
3329131431 Two and three handle bathtub fillers
3329131436 Two and three handle shower fittings with shower heads
3329131441 Two and three handle shower heads sold separately
3329131446 Two and three handle bathtub and shower diverter spout
3329131451 Two and three handle bathtub and shower three valve diverter
3329131456 Two and three handle personal showers (handheld)
3329131461 Two and three handle tub and shower control only
3329131466 Other two and three handle bath and shower fittings, including stall and gang
3329131468 Antiscald bath and shower valves, including thermostatic, thermo_pressure, and pressure balanced controlled fittings
This study covers the world outlook for two- and three-handle bath and shower brass fittings and anti-scald bath and shower brass valves across more than 2,000 cities. For the year reported, estimates are given for the latent demand, or potential industry earnings (P.I.E.), for the city in question (in millions of U.S. dollars), the percent share the city is of the region, and of the globe. These comparative benchmarks allow the reader to quickly gauge a city vis-à-vis others. Using econometric models which project fundamental economic dynamics within each country and across countries, latent demand estimates are created. This report does not discuss the specific players in the market serving the latent demand, nor specific details at the product level. The study also does not consider short-term cyclicalities that might affect realized sales. The study, therefore, is strategic in nature, taking an aggregate and long-run view, irrespective of the players or products involved.
This study does not report actual sales data (which are simply unavailable, in a comparable or consistent manner in virtually all of the cities of the world). This study gives, however, Professor Parker’s estimates for the worldwide latent demand, or the P.I.E., for two- and three-handle bath and shower brass fittings and anti-scald bath and shower brass valves. It also shows how the P.I.E. is divided across the world’s cities. In order to make these estimates, a multi-stage methodology was employed that is often taught in courses on international strategic planning at graduate schools of business.
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